April 29, 2014
Mr. Hubert Hughes
Chief Minister of Anguilla
Minister of Tourism
Government Offices
The Valley
Anguilla
Dear Mr. Hughes,
The Anguilla Hotel & Tourism Association (AHTA) is very concerned regarding two (2) letters published in The Anguillian Newspaper on April 25th 2014, one letter from yourself to the Anguilla Tourist Board (ATB) and a response from the ATB to your letter. These letters clearly show major dysfunctions between the two agencies charged with the responsibility of Anguilla’s Tourism the major economic driver to the island. The members of the AHTA who are the investors, the owners of the Resorts and Hotels, Restaurants, Boat operators, Car rental agencies and all other businesses directly and indirectly benefiting from Tourism need these agencies to be on the same page regarding the way forward for tourism. There are so many challenges in Tourism on the island that if not looked at will continue to destroy the industry.We write with the aim to contribute constructively to the discussions so that we can embrace a national effort towards rapid resolution of these issues. We cannot afford to maintain the current status quo in these troubling matters within the public sector management of our Tourism sector.
Organizational Structure
• We are deeply concerned about the apparent and expressed lack of unity on critical issues among the various Government-related Tourism authorities i.e. Ministry and Anguilla Tourist Board, The Britto Agency and Cheryl Andrews Marketing Company, The Britto Agency and Anguilla Tourist Board and the Tourism Oversight Committee and The Anguilla Tourist Board. It is imperative for our success in the industry that all Tourism authorities and agencies join forces and collaborate through differences and conflicting perspectives, for the greater good of tourism, for the greater good of our beloved nation.
• The lines and seemingly complex relationships within the chain of command of the various tourism committees and agencies are still blurry to this date and have never publicly and formally communicated in a forthright manner. We wish to have clear guidelines and directives on the roles of Cheryl Andrews Marketing Company, The Britto Agency, Anguilla Tourist Board, Ministry of Tourism, The Tourism Oversight Committee, and how these different work cohesively to execute the thrust of the Tourism Master Plan. What has become of the Tourism Marketing Alliance Committee?
• The Tourism Oversight Committee was formed with no input or knowledge of the private sector industry partners. We remain in the dark in respect to the actual mandate of this committee. What are the functions of this committee? What is the makeup of this committee and is there an adequate inclusion of Tourism expertise within this group? How do they interface with the Anguilla Tourist Board? Do they have the power to dilute the functions of the Anguilla Tourist Board and micromanage their operations?
Communication
• The AHTA needs to experience a greater sense of transparency and inclusion by the Government of Anguilla. We need to be included as a key part of tourism discussions and the decision making processes relating to the industry, and have a voice in decisions that could negatively or positively impact our members and our country. We are the investors, both local and international – a critical part of the Tourism equation and with much expertise to contribute to the process. The Anguilla Hotel and Tourism Association is very often kept out of the process on lending our voices on key matters. For instance, in the appointing of a member to represent the AHTA on the Anguilla Tourist Board, the past two appointments have been seated on our behalf without our involvement or consultation.
• On too many occasions, there is a lack of responsiveness to AHTA concerns that are shared with the Tourism authorities. Correspondences asking for input on serious key matters have been ignored and are left to fester without even the courtesy of acknowledgement. For instance, the continued drive to attempt to push through the legalization of gambling and jet skis, despite serious community and industry outcry from the wider stakeholder group is frightening. Despite many efforts, we cannot seem to get included in this conversation.
Ports of Entry
• We continue to market a five star product but the nature and state of our access and ports are seriously lacking. Our airlift continues to be depleting, with tourism officials hosting meetings with the members, raising our hopes of improved airlift, and still not advising when notified that this will not be possible. Again, a blatant lack of communication and disregard.
• Blowing Point Port – There are myriads of ongoing issues at our main port of entry and welcome port for our five star destinations. This is the channel through which we welcome 89 percent of our guests. Issues include: Overdue upgrade of certain ferries, prolonged late night ferry service hiccups due to the delayed fixing of a door, closed port parking lot at times creating a parking fiasco, poor customer service skills by certain port personnel, and certain porters’ unprofessional attitudes toward visitors and harassment of visitors for tips. The overall condition and service approach of the port, requires serious attention, including the professionalism and consistency of our “first visitors’” welcome from Immigration and Customs.
Marketing
• The Ministry’s decision to put a freeze on marketing funds is having the effect of silencing Anguilla’s voice in the marketplace and we already feel and will continue to feel the ripple effects of lack of marketing into the future. Most properties are currently reporting very low, and in some cases nil forward bookings. Each day we fall behind our competitors due to this decision for marketing silence.
• There is a lack of clarity on proposed destination events for 2014 as spearheaded by The Britto Agency. There is no clarity within the private sector on how much it will cost Anguilla, the sponsorship sourced for the events and the expected return on investment.
• We are unclear and alienated from the process with regards to the current drive to rebrand of Anguilla as a tourism destination.
• We face a lack of promotional activity support for The Charming Escapes – the most vulnerable section of accommodation sector. We face a near loss of our productive booking engine for small properties Regatta Travels, due to no response from tourism officials after two years of soliciting assistance to proceed.
• There has been a visible lack of adequate marketing of Anguilla Tourism Product for the past two years and counting.The accommodation members match a one dollar per day per person for the purpose of marketing, and they feel that they continue to be in the dark on the amount of marking support that is collected and how it is spent. The Charming Escape Properties who also collect and match the fund, have been left to fend for themselves. These small properties are predominantly owned and operated by Anguillians, yet struggle in financial dire straits in desperate need of marketing support.
In conclusion the 170 plus members of the Anguilla Hotel & Tourism Association is of the opinion that the Ministry of Tourism, The Anguilla Tourist Board, The Britto Agency, Cheryl Andrews Marketing Company and the Tourism Oversight Committee are not working optimally for the best interest of Anguilla’s tourism. Not enough money is being put into marketing Anguilla to the rest of the world. The investors already spend millions of dollars in marketing their properties, but it’s the responsibility of the Government to ensure that people are aware of the island through marketing. We are losing airlift into Anguilla (American Eagle, Winair and possibly Liat) and there seems to be no effort to find ways to either keep some of that airlift or even find new avenues for airlift. Airlift is one of the most critical challenges to the survival of this island. Our services at the port of entry continue to be a major downfall for the industry. Our customers are moving to other destinations because of our inability to be a five star destination throughout the destination. Our ports of entry are likened to the Front Desk of any Hotel or the Host at a restaurant – they are the first and last persons our guests to this island meet and their interaction with them can determine whether they comeback to Anguilla. This realization needs to be understood, appreciated and protected in respect to the demand for service excellence.
The Accommodation members of the AHTA are demanding that the issues mentioned in this letter are addressed with our membership so together we can come with ways to get results. Our investors are losing money and can no longer afford to do so
We trust that we will receive a response from you with an opportunity to meet and work together on these very important issues that threaten the Tourism Industry in Anguilla and by extension the livelihood of every person living on Anguilla as we have written many letters to you in the past and have not even received an acknowledgement.
Regards
Mr. Delroy Lake
President of the Anguilla Hotel and Tourism Association.
(Published without editing by The Anguillian newspaper.)
